DETERMINANTS OF ONLINE SHOPPING ADOPTION IN THE EUROPEAN UNION: AN ECONOMETRIC PERSPECTIVE

Abstract

The rapid expansion of digitization has transformed e-commerce into a key driver of economic modernization and competitiveness in the European Union (EU). However, there are significant differences between Member States in terms of the uptake of online shopping. This study analyzes the main determinants of e-commerce in the EU-27, using a cross-sectional econometric model that includes digital and socio-economic factors. The analysis is based on data extracted from the Eurostat platform for the year 2024 and considers four variables: the share of people who have made at least one online purchase in the last 12 months, the frequency of internet use, gross domestic products at market prices, and the participation rate in education and training. In addition, a brief bibliometric analysis is carried out using Web of Science to highlight current trends in literature. The results indicate that digital inclusion and the development of digital skills have a significant impact on consumer participation in e-commerce, with their influence being stronger in the short term than that of economic prosperity. The study highlights the need to reduce digital divides and support the Digital Single Market, while also providing directions for future research.